ITC gets interim relief in FSSAI dispute over Aashirvaad Atta packaging claims
The Delhi High Court has temporarily restrained FSSAI from cancelling or acting on ITC’s food licence over claims including “100% Atta”, “100% Madhya Pradesh Wheat” and “0% Maida” on Aashirvaad MP Chakki Atta. The next hearing is set for 9 September.
What happened
ITC Limited · Delhi High Court temporarily barred FSSAI from cancelling or acting against ITC’s food licence over Aashirvaad MP Chakki Atta packaging claims.
Key facts
- 100% Atta
- 100% Madhya Pradesh Wheat
- 0% Maida
- 30 days
- 15 days
- 9 September
- May 2025
- 10 August
Why this matters
The dispute makes claim-governance and evidence trails a more material diligence item for FMCG targets, particularly brands built on ‘100%’, ‘zero’ and origin-led positioning.
What to watch
- Delhi High Court's 9 September hearing outcome, including any direction on continued sale, label changes or FSSAI procedure.
- Whether FSSAI publishes the specific test results, legal basis or labelling standard underlying its objection.
- Any ITC packaging redesign, retailer withdrawal, product-batch change or revised marketing language.
- Similar notices or enforcement actions against other atta, flour, edible-oil, dairy and packaged-food brands.
- Consumer or trade-media scrutiny of provenance claims and whether the dispute affects Aashirvaad's perceived quality premium.
- ITC is likely to submit sourcing, milling and ingredient-chain evidence while defending the distinction between consumer-facing claims and regulatory standards.
- ITC may prepare contingency packs with more qualified provenance and composition wording to avoid supply disruption if the case turns adverse.
- Large packaged-food competitors are likely to conduct legal reviews of '100%', 'pure', 'zero' and geographic-origin claims on staples, dairy, oils and health foods.
- FSSAI may issue or clarify guidance on substantiation standards for absolute ingredient and origin claims rather than relying only on case-by-case enforcement.